Visual Design. Learn More

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1 Visual Design Learn More

2 Balance Balance refers to the distribution of elements within a composition. You can think of each element as having a visual weight, just as objects in a box have physical weight. In order to balance the box the objects inside must be distributed to balance their weights. The same is true of elements in a composition. By distributing the elements visually, the composition is balanced and feels more stable. There are several types of balance. These include: Symmetrical (formal). Equal distribution laterally across the vertical center line of an image. Asymmetrical (informal). Distribution laterally relative to the visual weight of a dominant component, rather than the image center. Radial. Distribution of components in a circular pattern around a center point. 19

3 Balance in Architecture The dome of the Pantheon in Rome, Italy, is a good example of radial balance in architecture. Because the dome is constructed of concrete, its structure is extremely heavy. In order to reduce weight, the dome features five rows of coffers, decorative impressions in the dome that maintain its structural strength while reducing weight. The coffers are radially balanced around the dome s center oculus, a hole in the top of the dome that allows sunlight to fill the Pantheon s interior. 20

4 Emphasis Emphasis is used to draw viewer attention to one portion of a composition. There are a number of methods for emphasizing specific elements or areas in an image. These include: Size. (Bigger or smaller) to other components. Contrast. In line, shape, form, value, texture, color (any one or more elemental qualities). Alignment. Different alignment from other components or from the entire composition. Placement. Near center, or on significant subdivision of image space such as the rule of thirds, golden mean, etc. 21

5 Emphasis in Architecture Most buildings are designed with a specific function in mind, as in the example of this aircraft hanger. An architect designing a hanger for a jumbo jet will emphasize aspects of the design that enable the building to do its job better. This hanger, for example, provides a large, centrally located and unobstructed workspace so that technicians and designers can focus on the aircraft. As this image illustrates, when taking a photo inside the hanger you cannot help but emphasize the aircraft the structure is designed to contain. 22

6 Unity Unity is a visual grouping of elements within a composition that have similar qualities such as size, shape, or color. By manipulating these qualities, elements of a composition can be associated with each other. The following qualities can all be used to achieve unity: 29 Similar shape or other elemental qualities Common pattern Continuity Alignment Proximity Common background

7 Unity in Architecture Some architectural designs, on close inspection, can involve a great deal of detail. However, by stepping back and getting a wider view, those smaller details begin to unify, revealing the larger structural arrangements inherent in a design. Here, the complex details of thousands of parked cars unify to reveal the grid structure of the underlying parking lot. 30

8 Proportion The proportion of an element refers to the way that element relates to the others in a composition, or the composition as a whole. The impact of an element in a composition is influenced by the way its size, scale, and emphasis compare to the other elements around it. Some examples of proportion: Elements proportioned evenly can often feel boring and monotonous. Pushing the proportions lightly off balance creates a composition that is more visually interesting. However, if elements are pushed too far out of proportion, they can begin to lack harmony. The arrangement of proportioned elements can also contribute to the visual interest of a composition. 31

9 Proportion in Architecture The perception of a piece of architecture can be influenced as much by the buildings around it as by the design of the building itself. This is perhaps most evident when a building is disproportionately larger or smaller than its neighboring structures. Compare, for example, the impact of the pyramid in the image above as it dwarfs the tiny buildings around it, with its doppelganger in the image below, where the pyramid is vastly overshadowed by the structure to its left. 32

10 Contrast The contrast between two elements in a composition is the degree of relative difference between those elements. Contrast serves to visually separate one element or area of a composition from another. Some of the most common methods of creating contrast are: Alignment Color Value Size Kind Position Focus 33

11 Contrast in Design Contrast is an ideal way to focus viewer attention on elements of a composition. In the diagrams above, for example, the vehicle, its occupants, and the various arrows and indicators, are all depicted using simple line drawings. However, the designer has added isolated fills of color to some elements, placing them in contrast with the rest of the composition, directing viewer attention to what is important. 34